Your brand story is the narrative that defines your company and its products. It shows customers who you are, why you’re here, and how you plan to impact the world. Your brand story will not only help your business become more successful, but it can also help with employee morale and engagement and boost sales by making customers feel connected with your company’s history. Therefore, building a story brand will not only be proud of but will help your business grow and increase profits.
- 1 What is a brand story?
- 2 What’s the difference between a mission statement and a brand story?
- 3 Brand story tips – use the right tone
- 4 Brand story tips – Define your audience
- 5 Brand story tips – Understand what communities you belong to
- 6 Brand story tips – Identify your competitors
- 7 Brand story tips – Assemble your best stories
- 8 Brand story tips – Weave them into something beautiful
- 9 Creating your brand story is essential to building a consistent brand identity
- 10 The bottom line about building a story brand
What is a brand story?
A brand story is a narrative about your brand. It’s a story you tell about your company, its values, and what sets it apart from other businesses in the same industry.
A good brand story helps you define who you are as an organization—it tells potential customers why they should choose to buy from you over another business. It also helps connect with existing customers by strengthening their loyalty to the organization.
What’s the difference between a mission statement and a brand story?
A mission statement is a short statement of your business goals. It communicates what you do, who you serve, and where you’re going. A brand story is more of a narrative about who you are and what makes your business unique. A great brand story should be customer-centric: it tells them why they should choose your company over the competition.
Brand story tips – use the right tone
Use a tone that reflects your brand’s values. It might be tempting to make a joke or two, but if you want to convey the right message, it’s essential to stick with something more serious. If a brand has a reputation for being fun and lighthearted, it doesn’t make sense for them to start sounding like an accountant suddenly. People will notice the change in tone and question why it happened—and chances are they’ll assume the worst about what caused such an abrupt shift.
Use a tone that is consistent with your brand’s voice
Since people have been exposed to so many different types of messages from brands over time, they’ve learned what works best for each one based on everything from their advertisements to their social media posts (or lack thereof). As such, when you change up how you communicate with customers after years of using similar language and images across multiple mediums… well… let’s just say there will probably be some backlash from consumers who think, “This is not how I expect my favorite company speaks!”
Brand story tips – Define your audience
First, you need to know who your audience is. This means knowing their values, beliefs, and motivations. It also means understanding their demographics (age, gender, and location). Then there are behaviors—what do they do? What interests them? What challenges do they face?
You can also learn about people by observing them in the wild. For example, suppose you live near a university campus. In that case, you may notice that many students wear college hoodies or t-shirts with slogans—some of which are cleverly branded for that specific school’s athletic teams or history (even though the students may not even be athletes).
Brand story tips – Understand what communities you belong to
Once you’ve identified some of the communities you belong to, it’s time to consider the ones you would like to belong to and those relevant to your brand.
What communities do your customers belong to?
That may be an easy answer if they’re from a specific industry or professional group. But if not, start asking what their website says about them. Who is on their social media account, and what do these people say about themselves? How do they interact with each other online and offline? Are there any particular events or conferences that seem particularly interesting to them? Do they have a mission statement or manifesto (and if so, how would it read)? The more answers you can find here, the easier it will be for you to identify which communities are worth pursuing and how they intersect with yours.
Which community members could become leads or customers by partnering with your brand?
We’ve already discussed how important partnerships are in building brand awareness. Still, another benefit of forming alliances is learning more about potential audiences within our target market who might not know us yet but could quickly become loyal customers once we introduce ourselves properly! This means keeping tabs on relevant individuals/groups and following up after events where there was an opportunity for meaningful interaction between parties involved (both of yours).
Brand story tips – Identify your competitors
When it comes to your competitors, you want to know who they are and what they offer. You might not be able to tell right away which companies are your competitors, but once you’re aware of how many there are and what they do, you’ll have an easier time deciding how to differentiate yourself from them.
If you’ve ever wondered why Facebook is so popular with teens or Snapchat is so popular among millennials, look no further than its competitors: Instagram and WhatsApp. These apps provide just as much entertainment value for different age groups—but they also offer the same things that make Facebook appealing. To stand out from the crowd in this situation (and avoid direct competition), consider ways to make your brand story unique from those offered by similar services.
Brand story tips – Assemble your best stories
When it comes to creating a brand story, there are all kinds of ways to do it. But it would help if you started with your account. Tell the story of your brand, product, service, and customers from their perspective, using language that resonates with them. Don’t just tell them how great you are; show how great they can be when they use what you offer. Tell the story about your company’s values and mission. And don’t forget about team members—who do they help? What does that look like?
The goal is for each piece of content (whether it be an infographic or video) to serve as a bridge between “you” and “them,” connecting people on both sides through information and emotion so that together they feel like they’re part of something bigger than themselves: an exciting vision for tomorrow!
Brand story tips – Weave them into something beautiful
Weave your brand stories into something beautiful. Moreover, use your brand story to create a visual identity. Also, use your brand story to create a consistent tone of voice. Plus, use your brand story to create a consistent look and feel.
Creating your brand story is essential to building a consistent brand identity
A brand story is a narrative that helps define your brand. It’s a tool for connecting with your customers and letting them know what makes you unique.
Creating a brand story is integral to building a consistent brand identity, but it can be challenging to come up with one that feels right for your company.
Here are five creative tips for creating the best possible brand story:
Start by defining what makes your company unique
What do you do that no one else does? What values do you hold dear? How do these things influence how you interact with customers or provide value to them?
Consider how events influence these qualities
Think about how these qualities might have been influenced by critical events, such as changes in leadership or significant wins or losses during its history (if there are any). If there isn’t much historical information available yet, consider making some up! It doesn’t matter if these stories aren’t true; they need to convey a sense of who this business has become over time and its future goals.”
When creating your brand story, the biggest hurdle is often knowing where to start. But with these tips and tricks in mind, you’ll be well on your way to creating a powerful narrative for your business—and getting the results, you deserve!